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Essay campaign Essay campaign Document Transcript

  • Humaira Begum 11y C&M Campaign The nature and purpose of campaignsThe two campaigns I have chosen to look at are the NHS Smoking campaign, Think! DrinkDriving campaign. I think that all these campaigns are important because they talk aboutsaving people’s lives and helping people to do the right thing in life.The NHS Smoking campaign was launched to allow people to know that the NHS can helpthem to quit smoking and how smoking can have an effect on you and those around you. Thiscampaign was supported by posters which tell you that if you’re hooked onto cigarettes theNHS can get you hooked off them. They were also supported by several television adverts. Ilooked on the NHS website and Tangina, Rubina and I created a presentation to show ourclass.We looked at the NHS Smoking website to find out this information in our presentation. I thinkthat after making and presenting the power point to our class it had made me more aware onthe affects smoking can cause on pregnant smokers and also people around those that aresmoking. I am more aware about this issue because my dad smokes and my older sister hasasthma and it affects her a lot more then me and because she can’t breath in small place andwhere there is somebody smoking.The NHS website tells you what you need to know about smoking. You can also contact themto get more information about smoking and how to quit.
  • Humaira Begum 11y C&M CampaignThe NHS smoking website has stories of real life quitters to help smokers to quit and find outhow others got through quitting smoking. This is the story of Beverly and Alishia, Edgwarewho are mother and daughter from London.Real Life Quitters - Beverly and Alishia, Edgware: http://smokefree.nhs.uk/real-life-quitters/
  • Humaira Begum 11y C&M CampaignI watched the video below and found out that all the people that went to the NHS for help triedto quit smoking on there own many times but they were unsuccessful. They tell us how theyquit and how they feel now about smoking. A couple tell us they use to smoke up to 60cigarettes a day. They tell us that they saved over £500 a month which makes it £6,000 in ayear and now they plan to go to Kenya for holiday because of how much money they aresaving. In this video a man says that him and 9 other colleges of his went together to quitsmoking and 9 out of 10 of them actually quit smoking.
  • Humaira Begum 11y C&M Campaign This poster shows how much damage pregnant smokers can do to there unborn baby. The bold red text “STOP TODAY!” is showing that if you stop smoking rite now you will be saving your baby from being a smoking addict and be a different from a normal child. The text is in red because it is the most important information on the poster. The other text is in white and bold because that piece of information is important too. I think that this text “SMOKING WILL SERIOUSLY DAMAGE THE HEALTH OF YOUR UNBORN CHILD. FOR THEIR SAKE STOP TODAY!” is good because it shows the audience that your child could be really unhealthy and might die at a very young age. The image of the unborn baby with smoke around him/her shows that his/her mother is a smoker and is risking his/her life because she is damaging herself and her child. I think that the image is really successful on getting the message across because it shows how a mother can take there child’s life away and how it can affect your child’s health in many ways. The NHS logo is in the corner to show that the poster is with the NHS.I think that this campaign is really successful because on there website they have real lifestories of people that quit smoking and there is a video that tells you how and what they did toquit smoking.You can visit the URL below to read real life quitters stories:http://smokefree.nhs.uk/real-life-quitters/“About 21% of Brits aged over 16 are smokers. And of those aged between 20 and 24, morethan 30% smoke. That means that kissing a quarter of the population of Britain is like kissingan ashtray. It’s not just your breath that smells. Smoking dulls the skin, causes wrinklesaround the mouth and makes you look older.”“Smoking causes more than 80% of deaths from lung cancer, bronchitis and emphysema(chronic breathing difficulty), and a quarter of deaths from heart disease.”http://www.nhs.uk/Livewell/men1839/Pages/Stubitout.aspx
  • Humaira Begum 11y C&M Campaign This smoking calculator shows that there are about 4,000 poisonous chemicals in the tobacco smoke entering your lungs. This smoking calculator shows on average how much a smoker that smokes up to 20 cigarettes a day will save in up to 10 years. After 10 years they could save up to £21,900.The Think! Drink Driving campaign is a little similar to the NHS smoking campaign becausethey both try to save other peoples lives and preventing deaths from happening. The Think!Drink Driving campaign was created to make people aware about road safety and drinkdriving affects you and everyone around you.This campaign is about making people aware that road safety is a really big thing in lifebecause every day people get killed because of drink driving. The aim of this campaign is tostop drink driving and deaths on the road caused by drivers and encouraging the belief that 1or 2 drinks before driving is too much and not worth the risk.The THINK! Drink Drive campaign aims to: • increase awareness of the personal consequences of a drink driving conviction • encourage the belief that 1 or 2 drinks before driving is too many and not worth the risk • reinforce and build the social stigma around drink driving • Offer in-pub solutions to help drivers avoid consuming alcohol if they know they are going to driveThe current campaign targets 1-3 pint drink drivers, not ‘drunk drivers’, with a particular focuson young men aged 17-29 years old. It doesnt focus on the increased risk of a crash, as ourresearch has found that young men believe: • a crash is unlikely after 1 or 2 drinks
  • Humaira Begum 11y C&M Campaign • drink drive ads showing a crash are not relevant to them but to people who drive when drunk • theyre more likely to be over the limit and caught after 1 or 2 drinksWe found that the long-term implications of drink driving, such as imprisonment or a criminalrecord, a 12 month driving ban or an endorsement that stays on your licence for 11 years aremuch more shocking and compelling to this audience than the risk of crashing and harmingthemselves or others.Key messages for Christmas 2010: • THINK! Dont drink and drive • Get convicted of drink driving and you’ll be processed like any other criminalThink! Drink Driving:http://www.dft.gov.uk/think/focusareas/driving/drinkdriving?page=Campaign&whoareyou_id=/think/whoareyou/teensI looked on the Think! Drink driving website to find out information about the campaign. Ifound out that the campaign is about people, about the citizens, about all of us. Thiscampaign was launched to reduce the amount of road casualties by 2010.This is a statement from there website that tells us that they want roads to be safer foreveryone and want to stop drink driving." Tomorrows roads: safer for everyone ".About THINK!The UK Government has an objective of reducing road deaths and serious injuries by 40 percent (50 per cent for children) by the year 2010 (using the average for 1994-98 as thebaseline). Key factors in achieving that objective are improved road user behaviour andacceptance of engineering and enforcement initiatives that increase road safety. Educationand publicity play a key role in raising consumer awareness and acceptance.Our road safety publicity aims to: • ensure that there is a high profile for road safety as a matter for general concern • complement police and local authority activities • encourage broader support from private sector partners • get across specific messages to target audiences • generate media interest in road safety issuesIt does this by: • involving a broad spectrum of society in promoting safer roads for everyone • encouraging and reinforcing attitudes that lead to safer and more considerate behaviour by all road users • promoting understanding of the need for better road safety behaviour • contributing to the general aim of reducing road casualties and meeting the casualty targets for year 2010
  • Humaira Begum 11y C&M CampaignOur basic approach is national publicity using a mix of emotion and facts that raise the profileof road safety. We utilise a range of media channels - TV, radio, press, posters, ambient etc. -to provide a national platform to stimulate complementary regional and local authority activityand to encourage private sector companies to cascade messages to their employees andcustomers. A range of free publicity material is made available to local authorities and othersto promote consistency of messages at national and local level. We have also entered intosports sponsorship with the Rugby Football League and the English Football League toenable us to get our messages across to a wider audience using a celebrity based approach.Road Safety advertising has been a key priority for many years. In the past, advertisingfocussed on specific themes such as drink drive and Seat belts. In recent years we havecommunicated many more messages - such as fatigue and use of mobile phones. We wantedpeople to see that these extra individual messages were part of an overall campaign toimprove road safety. So in June 2000, we launched a new campaign under one banner -THINK! - to unite our various road safety messages.The rationale for THINK!The aim of Government road safety campaigns is to reinforce the need for drivers and otherroad users to take responsibility for their own safety and for the safety of others on the road.In the wider context, the theme of personal and social responsibility is central to theGovernments philosophy and to its transport policies to encourage more responsible travelchoices.The encouragement of more people to walk or cycle instead of driving makes the promotionof safety for more vulnerable road users and the responsible and considerate behaviour ofdrivers even more important.Road safety publicity campaigns raise public awareness that accidents do not just happen,rather they are caused. Public awareness campaigns can help to influence the attitudes andbehaviours that cause accidents. They also create public acceptance for safety engineeringand police enforcement and they give national focus and context for local initiatives aimed atmaking the roads safer and for third parties to carry road safety messages in the context oftheir own commercial activities.The THINK! campaign was therefore launched: • To contribute to achieving the targets for road casualty reduction by year 2010, as set out in the Governments policy strategy document " Tomorrows roads: safer for everyone ". • To use all the marketing tools available to us to get across road safety messages effectively and meaningfully. • To draw together a wide range of road safety messages under a single concept. • To get across specific advice to road users while impressing on all the need to THINK! while using the road. • To help to stimulate a year round presence under a new road safety brand. • To encourage new partnerships to associate with the brand in promoting road safety.The THINK! campaign is not about the motorist as such, or the pedestrians, or cyclists, motorcyclists, etc. It is aboutpeople, about the citizen, about each and all of us. It is about how weall use our roads safely, whether we happen to be motoring, walking, cycling or whatever.This is mainly to build a mood of "were all in it together" to have greater effect.
  • Humaira Begum 11y C&M CampaignThe expression, "show me the child at seven and Ill show you the adult" neatly encapsulatesour approach. We target people from childhood to adulthood, aiming to instil good practice ata very early age with frequent reminders for teenagers and adults.For 2008/9, we have developed separate child and adult marketing strategies - although bothwill continue under the THINK! banner. The reason for separation is that in the case ofchildren and young people we are trying to influence the formation of habits, whereas withadults we are trying to persuade people, mainly drivers, to change sometimes entrenchedhabits.Think! Drink Driving: http://www.dft.gov.uk/think/about?whoareyou_id= This poster is showing that you will get caught drink driving even if you have done it only one time. The writing “GET CAUGHT DRINK DRIVING AND YOU’LL BE PROCESSED LIKE ANY OTHER CRIMINAL” is in bold grey writing to show the importance and it is the only piece of text on the poster. The image in the background shows a locked up cell door with a man looking through the hole on it. This poster is really effective because it shows where you will be if you drink drive and get caught by the police.I think that the Think! Drink Driving campaign was successful because many people havebeen caught drink driving or attempting to drive after a drink. Some people know not to drink
  • Humaira Begum 11y C&M Campaigndrive because of the fines that they will be getting. On the Think! Drink Driving website it tellsyou what fines you will get if you drink drive or even attempt to drink drive.Drink drivingSobering-up tricks do not workCoffee and cold showers the morning after a night out dont help you sober up. Time is theonly way to get the alcohol out of your system and you could still be over the legal limit manyhours after drinking.Drink driving and the lawThe legal consequences of a drink driving conviction are severe and long-lasting.Causing death by careless driving when under the influence of drink or drugs = 14years imprisonment, together with an unlimited fine, disqualification from driving for at least 2years and a mandatory extended driving test.Driving or attempting to drive while above the legal limit or unfit through drink ordrugs = 6 months imprisonment, together with a fine of up to £5,000 and disqualification fromdriving for at least 12 months (3 years if convicted twice in 10 years).Being in charge of a vehicle whilst above the legal limit or unfit through drink ordrugs = 3 months imprisonment, a fine of up to £2,500 and discretionary disqualification fromdriving.Refusing to provide a specimen of breath, blood or urine for analysis = 6 monthsimprisonment, together with a fine of up to £5,000 and disqualification from driving for at least12 months.Think! Drink Driving: http://www.dft.gov.uk/think/focusareas/driving/drinkdriving?page=Advice&whoareyou_id=On the website it also show some of the accuses many people use when they get caught.They don’t even think about how drink driving can affect there lives and other peoples live somuch. They could get there elves or someone else killed of seriously injured which couldchange their life forever.No drinks, no excusesI had a drink, but it was at lunchtime.Even a small drink at lunchtime makes you sleepier and impairs your driving.I feel fine to drive.Any amount of alcohol affects your judgement.Ive only had a couple.Even a single drink makes you drive less well.Ive had a meal.Alcohol still gets into your system and affects your driving.
  • Humaira Begum 11y C&M CampaignI can handle my drink.Alcohol affects everybodys driving for the worse. It creates a feeling of overconfidence,makes judging distance and speed more difficult and slows your reactions so it takes longerto stop.Im only going down the road.A large proportion of all drink drive crashes occur within three miles of the start of the journey.Im driving slowly and carefully.Alcohol actually makes you less alert and careful, however slowly you drive.Think! Drink Driving: http://www.dft.gov.uk/think/focusareas/driving/drinkdriving?page=Advice&whoareyou_id=The Think! Drink Driving have partners that offer support in communicating the don’t drinkdrive message to the publics.Drink drivingA wide range of partners provide valuable support in communicating the Don’t Drink andDrive message to the public.This Christmas, our primary partnership focus is our Driver Friendly initiative which launchedin December 2009. However, your organisation can still support the campaign outside of thisarea - simply get in touch with think@23red.comwith details of how you would like to beinvolved.What is Driver Friendly?Driver Friendly aims to improve the night out experience for designated drivers andencourages them to stick to soft drinks through a range of benefits and offers.Thousands of pubs, bars and restaurants throughout the country have been involved in theinitiative, along with the soft drinks industry.Coca-Cola GB is leading the way for Christmas 2010, and their Designated Driver promotionis part of an ongoing planned programme of Driver Friendly promotions.The Designated Driver campaign will be live in approximately 8,000 pubs from the 10th-31stDecember, and provides drivers with a buy one, get one free offer on Coke and Diet Coke.How can my venue/organisation become Driver Friendly?
  • Humaira Begum 11y C&M Campaign 1. It’s simple. Provide some form of offer linked to the purchase of non-alcoholic drinks, to reward drivers. If you are running the Coca-Cola promotion, you are already doing this for Christmas 2010. 2. Display the Driver Friendly window sticker in your pub door/window for as long as you are running Driver Friendly promotions. (Please remove whenever you are not running a promotion.)How can the Driver Friendly team help you run promotions?The THINK! partnerships team can supply you with a Driver Friendly promotional kit to enableyou to run your own offer, plus make sure you are updated on any future promotional offersavailable to run in your pub.To register for your kit and become an official Driver Friendly partner, contact uson think@23red.com .When you receive your kit, please be aware that you will be contacted bythe partnerships team to confirm the offer(s) you plan to run.Driver Friendly partners for Christmas 2010Leading drinks manufacturer Coca-Cola is pleased to be continuing their partnershipwith Driver Friendly to encourage more people to share safer driving over the 2010 festiveperiod. Coca-Colas Christmas 2010 ‘Designated Driver’ campaign follows on from thesuccess of last year, allowing thousands of venues across the country to reward designateddrivers with free Coke and Diet Coke during December. Leading on-trade venues involvedinclude:To find a Driver Friendly venue near you, visit the Coca – Cola pub finder tool here.The THINK! Drink Drive campaign and Driver Friendly initiative is also supported by thefollowing industry bodies:The British Beer and Pub Association is pleased to support THINK! through promotingTHINK! campaigns to our members and through them to Britains pubs. THINK! Dont Drinkand Drive campaigns are vital in complementing the BBPAs clear message - if you arehaving a drink, then leave your car at home.
  • Humaira Begum 11y C&M CampaignThe British Soft Drinks Association is pleased to support THINK! and theDont Drink andDrive message. Enjoy a soft drink instead.Think! Drink Driving: http://www.dft.gov.uk/think/focusareas/driving/drinkdriving?page=Partners&whoareyou_id=/think/whoareyou/teensDriver tirednessThe factsDriver sleepiness is estimated to account for around one fifth of accidents on major roads,and is responsible for around 300 deaths per year.THINK! strategy for driver tirednessThe March 2008 THINK! driver tiredness campaign was launched as part of our wider Drivingfor Work campaign. Research has shown that people who drive for work behave in a riskyway on the road, including driving while tired. The fatigue campaign has been developed withthe work driver as a key target audience.Think! Drink Driving:http://www.dft.gov.uk/think/focusareas/driving/386095?whoareyou_id=/think/whoareyou/teens&page=OverviewBoth of the campaign messages was to help the world be a better place and stopping deathsfrom happening. The NHS Smoking campaign and the Think! Drink Driving campaign bothhave similarities because they are both here to save lives. They also have some differencesbecause the NHS Smoking campaign are here to help people to stop smoking and realisinghow much money they spend on cigarettes and that they don’t have enough money foranything else. The Think! Drink Driving campaign is a little different because they are dealingwith the law being broken by drink driving offences.The details of the campaigns were that they both want to help people to make the ritedecision and that they need to know what they have been doing wrong.
  • Humaira Begum 11y C&M Campaign Think! Drink Driving – NHS Smoking – I think that this poster is I think that this poster is successful on successful on getting there getting there message across to the message to the public public because the image of the boy because it shows 4 bottles of looking at his reflection makes you alcohol someone has drunk think about what will happen to your and then went for a drive in child when you die from smoking. The there car and got caught by image makes the poster more the police and know they are successful. You will think to yourself again having a drink and about who will look after them and thinking about if they should you’ll have many questions going dive and if they will get through your head. The bold text “I’m caught. The Text says “How not worried about my spots. I’m much will your next round worried my dad will die from smoking.” cost” which shows that they Makes you think about the boy and if got fined a lot of money the his mum is still alive or not and if his time before. dad dies from smoking what’s going to happen to him. On the bottom of the poster is says “Over 2,000 people die Similarities every week in the UK from smoking The similarities of the related diseases.” This shows that you posters are that they both don’t have to be a smoker to die from want to make people think smoking. about their actions and what they should do in the future. They both also have there logos on the poster.The campaigns were very successful because they had television adverts, posters, leafletsand partners to get there message across to the public.I think that both of the campaigns I have looked at are very serious issues because If youlisten to the campaign messages then you would understand that they are trying to save our
  • Humaira Begum 11y C&M Campaignlives and making the world a better place for everyone. The NHS Smoking campaign givesyou a lot of support and advice on what people can do for their benefit and for others. TheThink! Drink Driving campaign was launched to make the roads much safer for everyone andstopping deaths from happening.